Etam re-opens at The Dubai Mall

Rupkatha Bhowmick

French lingerie brand Etam recently reopened its flagship store at The Dubai Mall.  Spanning almost 2,150 sqft, the Etam store sports a new look – from the storefront to the fitting rooms as well as the style of the merchandise display.

The new store design seeks to offer a Parisian experience at all Etam stores across the world. The store windows are catchy offering a glimpse of the fashion shows that Etam participates in Paris. In the shops, mannequins sporting the fashion show accessories are positioned to inspire customers. There are photos from the fashion shows in the fitting rooms too. In addition, products from Etam’s fashion runways in Paris are available at The Dubai Mall store.

In an exclusive interview with Rupkatha Bhowmick, Etam’s group CEO Marie Schott talks about the brand’s expansion plans in the UAE and the GCC.

“We also have a strong presence in the Middle East and North Africa,” says Schott. “In the UAE, we have partnered with Mazrui International since 2009. We have renewed the contract a year ago with a new plan to open two Etam stores every year in the UAE.”

Etam’s consumer base in the UAE constitutes 60% Emiratis. The remaining being GCC expatriates with a small percentage of French people buying from the brand.

“Compared to the other nationalities, the number of French nationals in the UAE might be low,” Schott reasons. “We have a very loyal customer base among French people to whom Etam means lingerie. That’s how popular the brand is. There is a strong emotional attachment with the brand.”

Aside from the UAE, Etam is present in Kuwait, Qatar and Saudi Arabia and will continue to expand across the GCC with existing and new franchise partners.

Read the full article in the February edition of RetailME